GUTS (spilled)
Album Rebrand
Project Introduction
Project
GUTS (spilled) by Olivia Rodrigo Album Rebrand
Type
University Project
Year
2025
This project is a full rebrand of Olivia Rodrigo’s GUTS (spilled), created for an image-making unit. I was tasked with reimagining the album in a new visual style that moved away from the original release. It was a chance to work with a different target audience and learn a new design style, which pushed me outside my comfort zone. The final work includes a Y2K-inspired photoshoot, new cover art, a gatefold layout, and a full visual direction that shows my skills in planning, styling, photography, and album design.
GRAPHIC TREATMENTS
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GRAPHIC TREATMENTS *
Portrait Treaments
This treatment set the visual tone for the rebrand and began with a planned photoshoot guided by a detailed shot list. I edited the photos in black and white first to control how the gradient map reacted to light and shadow once colour was added.
The final look used a thermal-style gradient, grain, high contrast, and lens leaks. These choices introduced early-2000s digital textures, creating a mix of intensity and emotion that aligned with the album’s themes and shaped the overall direction.
Typography Treaments
The mixed-letter title sequences inspired the typography treatment in Loki. I used Kepler as the base font and paired it with contrasting typefaces so each letter had its own personality and slight unpredictability. The addition of glow effects and custom layer styles was not just a design choice, but a deliberate move to inject dynamism and energy into the lettering. These effects added depth, colour, and a soft luminous edge that supported the Y2K direction and helped the lettering feel more active within the layout.
To maintain consistency, I applied this system across the titles, song list, and inner-fold lettering. To fill negative space without repeating the original vinyl layout, I creatively incorporated lyric fragments. This approach not only added a unique touch but also highlighted extended tracks for clarity. These choices resulted in a typographic style that felt expressive, polished, and closely tied to the overall visual tone of the rebrand.
PHOTOGRAPHY
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PHOTOGRAPHY *
PROJECT STATEMENT
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PROJECT STATEMENT *
This project reimagines Olivia Rodrigo's GUTS (spilled) album with a new visual direction inspired by Y2K influences, thermal colour treatments, and a strong typographic personality. The aim was to shift the tone of the original imagery while maintaining a clear connection to the album's themes of emotion, intensity, and youth. The work introduces a refined mix of colour, texture, and digital treatments to create a louder and more expressive identity.
The project combined planned photography, experimental editing, and a flexible typographic system. Through this process, I explored how visual style can transform an album's feel while still respecting its core narrative. The treatments, typographic structure, and layered visuals work together to present a cohesive rebrand that balances nostalgia with a modern, bold aesthetic.